Siemens, a name which over the course of its 160 year old history has become synonymous with innovative technology, is energetic when it comes to providing state-of-the-art technological know-how in the fields of electrical engineering and electronics, particularly in the form of information and communications, automation, power and lighting.

Over the years, the corporation has continued to move forward, meeting the world’s surging demand for electrical consumer goods, and branching out into the consumer appliance unit sector to become the third largest home appliance manufacturer worldwide. Today, in 2007, as well being one of the leaders of providing innovative built-in home appliances to the marketplace, Siemens has become a pioneer in showroom design in Hong Kong.

Clifton Leung, an interior designer well-known for his never-ending creativity, has become a brand name in retail shop design in the territory. He was appointed by Siemens to revolutionise what they saw as stereotypic product display, and to come up with a concept that would match
the future perspective of the internationally-renowned electrical appliance supplier.

“To call it a showroom is a total underestimation. It is a space that has been designed to be utilised for so many more functions”, claims Leung.

The newly-designed showroom, located in Duddell Street, Central, first catches the eye with its brilliantly lit light box which incorporates the sharp teal blue print of Siemens’s corporate logo. To its side is displayed a freestanding washing machine complete with rattan basket and towels and a stylish rendering of a ladder to be used as a towel and clothing rack. This is where Leung’s window display and visual merchandising skills really come into play, while the majority of electrical appliance showrooms continue to pile up their products in rows and columns against transparent shop front windows. The highlight of the showroom is, in fact, its unprecedented “gallery style”.

“Why can’t we turn a showroom visit into something more tasteful and artistic? I want everyone to feel like they’re having an afternoon stroll around an art gallery, where Siemens’s products are not simply appliances, but masterpieces of art and innovation in their own right”, explains the eponym of the Clifton Leung Design Workshop (www.cliftonleungdesignworkshop.com).

According to Leung, with the prevailing retail trend, a showroom needs not to be an open warehouse, especially when it comes to reputable
high-end brands.

“Less is definitely more!”, cries Leung as he rebels against the outdated vision of cramming as many products as possible into a display which is almost non-dimensional. On the contrary, most of Siemens’s built-in high-tech appliances are precisely categorised and exhibited in a single layer at eye level, while just as the curator in a museum places individual paintings in his museum to strategically enhance the viewer’s appreciation, a carefully selected collection of freestanding products serve as masterpieces in the “gallery”.

Such attention to detail makes it easy for customers to peruse over every single detail of the appliances. Meanwhile, Siemens’s latest innovation, the LiftMatic, an oven with an “elevator” has for the time being at least, been deliberately fixed as the exhibition’s highlight, which facing the main entrance, is skillfully positioned in line with Leung’s opinion that the newest products should always be the ones which deserve most of the attention.

Another “art work in the gallery” is the kitchen island counter, believed to be the largest of its kind in the city, and what’s more, tailor-made and multi-functional to every facet of the client’s request.

“Siemens brief was to design an island counter that was multi-faceted enough to be used for cooking classes, appliance demonstration and even as a tool for throwing parties”, elaborated Leung. Based on this general brief, Leung came up with the idea of a long counter where different models of sophisticated cooking appliances could be installed and demonstrated, and where built-in fridges and storage drawers could easily be incorporated. The design also includes a movable table, which can be hidden away when not in use, and bar stools to accommodate possible running of cooking classes, appliance demonstration seminars and even endless parties!

With Leung’s understanding of Siemens as a company which is evergreen in product innovation, together with his appreciation of the city’s non-stop rhythm, he adds his personal touch of dynamics to the showroom. While other showrooms might serve only to fulfill the simple function of product display, Siemens’s unique and interactive rhythm lies in the installation of automatic projector screens for broadcasts of advertisements and live cooking demonstrations, together with LCD monitors which work to deliver information highlights on certain products.

What’s more, while every normal showroom is brightly lit in a backdrop colour of white, Siemens’s perfect use of a slightly-glossy black background makes a striking contrast to the huge white island counter and provides an uber-hip ambience for a space which is far more than a simple display of electrical appliances for sale.

Leung reiterates Siemens’s brief for an extraordinary, stylish and multi-functional showroom and pays substantial attention to the use of colour, lighting and materials. An appropriate mix of black and white never fails to portray a clean and elegant sense of living, while the matching silver stainless steel surfaces of nearly all of the brand’s appliances cannot fail to complement the showroom’s chic style. Concealed lighting is incorporated to create a soft wall-washing effect, and hidden spotlighting stands to showcase particular appliances. The use of rectangular raw-finished slate tiles also work to enhance the textural patterns and sleekness of the interior.

Leung appears not to have overlooked even the slightest detail and has incorporated the necessary industrial air-conditioners into his design. Unlike outlets emitting air in fixed directions in regular showrooms, Siemens has positioned a collection of stylish round-shaped vents in the area so that the emission of cool air can easily be adjusted in different directions.

What Leung does so well is to not just beautify a shop space, but to enhance the shopper’s experience by making the showroom stand out and shine in its own right. While Siemens sees the vital importance of infusing innovative elements into its appliances to enhance efficiency, effectiveness and convenience, the interior design of the showroom does the same job with the display space and successfully works to create an exclusive, new and unforgettable shopping experience for Siemens’s customers.